Nobody is saying the format is going away, but declining ticket sales are proving that “not everything should be in 3D”
No matter how it's spun, the data on the expected 3D explosion just isn't going in the right direction.
After nearly 80 percent of those who saw "Avatar" saw it in 3D, it was assumed that the format would quickly overtake theatrical distribution.
But 3D's box-office trajectory has been pointing downward almost ever since, with moviegoers apparently growing disinterested in paying high ticket prices for uneven quality.
Only 45 percent of opening box-office revenue for Universal's hit animated family film "Despicable Me," for example, came from 3D distribution.
And the most recent 3D release, Warner's converted "Cats and Dogs: The Revenge of Kitty Galore," grossed only about $6.9 million in 3D revenue for its opening weekend — the worst performance in the format's modern era.